Metasearch meets AI: Hotel listings now live in Gemini

For months, marketers have been asking the same questions:
When will paid media show up in AI search results?
What will it look like?
Will this be disruptive?

That moment is here. Google’s Gemini-powered search has started surfacing hotel listings directly inside AI-generated experiences.

We’ve seen feed-based metasearch listings appear in real AI-powered search scenarios. A user searches for travel inspiration or itinerary ideas, clicks into the AI-generated plan, and is served a curated guide that includes dynamic hotel listings.

These listings trigger paid ads, pulled from product feeds and placed at the exact moment of decision-making.

In this article, we break down what this new experience looks like, how it impacts marketers, and how teams can strategically leverage the AI-driven future of search.

The experience

Google has been steadily replacing traditional search results with Gemini-powered AI responses. As this becomes the new standard, ads are now being integrated directly into the AI experience. Metasearch ads, which previously lived outside these results, are now embedded within them, giving marketers a new way to reach high-intent audiences right at the top of the page.

For example, a search for “London itinerary” triggers Gemini to generate a day-by-day itinerary. Clicking “where to stay” reveals hotel listings with visuals, prices, and reviews. These are paid placements embedded in the journey.

See for yourself:

Why this matters

This is a turning point for paid media. Ads are no longer adjacent to results, but are becoming integrated into the AI-generated journey itself. Ads appear during high-intent planning moments, so instead of waiting for transactional queries, ads now surface earlier, when users are actively building itineraries and considering their options. That changes how, when, and where brands connect with travelers. 

Here are three key things to understand to help boost visibility and conversions as this experience takes off:

• Visual-first content gives your brand an edge: Gemini results are heavily text-based, so hotel listings with strong visuals, pricing, and branding elements are more likely to capture attention and drive engagement.

• Feed-based targeting powers relevance and utility: These placements are driven by real-time product feeds and contextual signals, making targeting more precise and ensuring your ads align with the user’s planning phase.

• Dynamic visibility requires active optimization: Your presence in Gemini is shaped by query triggers, feed quality, rate competitiveness, and Google’s evolving AI logic. Understanding these factors helps you invest in the right mix of channels and surface when it matters most.

The opportunity to lead in AI-powered travel starts today

Many hotels are already investing in Metasearch to promote their listings across Google’s hotel search surfaces. These placements are highly effective at reaching in-market travelers during their booking journey.

Now, those same Metasearch listings are beginning to surface directly within Gemini’s AI-powered search results, giving brands a new opportunity to appear earlier in the planning process, and in a more visually prominent way. When a user clicks a hotel placement within Gemini, it triggers a slide-out panel that displays the familiar Metasearch auction, allowing users to compare rates and booking options instantly.

If you’re running Metasearch campaigns, this is the time to ask: Is my brand showing up in Gemini AI results when travelers are actively planning?

Connect with your Koddi team to confirm whether your current setup is eligible for Gemini exposure and whether your strategy is optimized for these placements. Even small refinements to your feed, your pricing, or your bidding strategy can unlock additional share and visibility as AI-driven travel discovery continues to expand.

What comes next

This is only the beginning. As Gemini matures, we expect paid media opportunities to expand across more moments within AI-powered journeys, not just through traditional Metasearch placements, but potentially through new surfaces like Sponsored Listings and more inspirational placements.

We anticipate Google will continue to prioritize relevance and user experience. That means sponsored placements will likely only appear when they closely match the user’s query intent. For example, it’s unlikely a TPA-style ad for an economy hotel would surface in response to a luxury travel query. However, advertisers that closely align with the user’s needs may have new ways to boost visibility, particularly if they’re optimizing for feed quality, pricing, and targeting signals.

The mechanics are still evolving, but one thing is clear: the brands that position themselves now stand to benefit as AI search reshapes discovery and intent capture.

If you’re managing Metasearch campaigns or feed-based media, now is the time to assess your presence in Gemini and explore how to gain ground while competition is still limited.